Aubaine Veganuary Campaign

Influencer outreach event

Objectives

To raise awareness of their Veganuary menu on Instagram and drive traffic to their website.

Strategy

The brief was to approach and secure 20 vegan influencers in London to visit Aubaine and try the new Veganuary menu throughout January. We confirmed 25 high profile vegan influencers to go into the restaurants and enjoy their vegan offerings. These influencers ranged in Instagram following from 7.5k to over 1m. We worked hard to keep a spread of influencers visiting over the course of the month, managed their bookings and tracked and monitored their resulting content. In exchange for a meal, we asked the influencers to document their experience to their followers through Instagram Stories or a post on their Instagram profile.

Results

Throughout January we gained 732 followers which was an increase of 7.2%.

Average post engagement rate changed from 1.20% in December to 1.44% in January

Return on investment

Website traffic is the biggest indicator of activity. Website traffic from Instagram was up on the previous month by 301%.

Kitch’s support was invaluable to our Veganuary campaign and our influencer outreach activity in particular. The team identified and reached out to a large collection of influencers, all of whom were heavily involved in the vegan community. As a result, we received fantastic coverage across all of our social media channels and saw a marked increase in conversions. Overall, we were delighted with the content, results and management of the activity from start to finish!